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Marketing to Hispanics

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Shaping the Future of Marketing to Hispanics

At iCrossing, our approach of marketing to Hispanics is consistent with our overall belief that modern C2B marketing is about connecting with people based on their interests, passions, need states and lifestyles. And today, the reality is that you can’t win the future without winning Millennials, and you can’t win Millennials without understanding multicultural. We believe multicultural is the new mainstream.

Culturizing

We don’t consider ourselves culture experts. Culture changes often and changes happen fast. We take pride in piecing together Hispanic consumer lifestyles by exploring and understating all of the cultural groups that make up their world. It’s like putting together a puzzle that in the end reveals a lifestyle picture full of detail and insight. We call this process culturizing - a label-agnostic cultural exploration that frees us from pre-established clichés that limit the true understanding of a Hispanic consumer’s lifestyle.

Culture-Opp

With a clear understanding of Hispanic consumers’ lifestyles, we then work together with our clients to identify in which culture, or cultures, we find the greatest opportunity for the brand. The best opportunities usually manifest themselves as frictions, or tension points, in a consumer’s lifestyle where we can play a role in solving. We call this culture-opp.

We Believe That There Are Two Unmet Market Needs Today:

More precise and intimate knowledge of Hispanic consumers

More relevant engagement with Hispanic consumer lifestyles regardless of language or channel

Why We Exist

At iCrossing, we remove race, ethnicity, and culture from the marketing conversation, because we believe that cultural labels limit a brand’s potential.

What We Do

We identify brand opportunities by understanding the most relevant context for the brand and the Hispanic consumer to interact.

We use this understanding to develop meaningful content that we know will engage Hispanic consumers and create for them unique digital experiences that puts them at the core, regardless of what context they find themselves.

How We Do It

Our approach is a label-agnostic cultural exploration that frees us from pre-established clichés that limit the true understanding of a Hispanic consumer’s lifestyle.

Our proprietary Hearst data and technology capabilities allow us to go beyond demographics to shift how we look at Hispanic consumers, reaching an unparalleled level of understanding of their lifestyles.

Why Can We Do This in a Way Others Can't?

At iCrossing, our Hispanic Center of Excellence has over two decades of experience in understanding and helping clients thrive in Hispanic subcultures.

Our marketing to Hispanics practice is led by Manny Vidal, former CEO of The Vidal Partnership - Advertising Age Multicultural Agency of the Year twice; Adweek’s Hispanic Agency of the Year; Advertising Age A-List Agency three times; and Advertising Age Five-Star Winner.

We have an agency culture that embraces change.

We have a flexible structure that can keep up with changes in Hispanic lifestyles and subcultures.

We curate and collaborate with talent that’s passionate about diversity and complexity.

And most importantly, we have the flexibility to execute against any lifestyle regardless of language – ensuring we bring ideas to life in the most relevant space for our clients’ brands.

What Does All of This Get Us?

The right formula to get the most of Hispanic marketing investment.

So What Does Success Look Like?

Accelerated business performance, because a greater relevance resulting from an intimate knowledge of Hispanic consumers can deliver an unmatched 4X ROI.